how do you stack up?
TRANSCRIPT
How Do You Stack Up?Mystery Shopper Results of Lead Communication Plans for Online/Blended Programs
Pat McGrawDirector, Consulting [email protected]
Hannah WilkeySenior Market Research [email protected]
WELCOMEChris McNameeVice President, [email protected]
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Methodology
7,758 Colleges & Universities from IPEDS
Private, Non-profit, 4+ years
Approximately 900
• Focus on Graduate/ Online MBA
• Home Page .edu• Program Page .edu• Completed form
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Ease of finding RFI form on site
Evaluation Criteria
Ease of completing the form
Automatic form reply email
Thank you page
Process To Become A Lead:
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Evaluation Criteria
Appropriate timing for follow up comms.
Use of appropriate communication channels
Appropriate content in follow up comms.
Clear CTA that sets expectations of what’s next
Communication Plan:
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KEY FINDINGS
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1 – doesn’t exist; 7; 16%
2 – hard to find from home page; 4; 9%
3 – hard to find from program page; 5; 11%
4 – can find it but be-low the fold/must
scroll a lot; 5; 11%
5 – clearly visible when interacting with all content; 24; 53%
EASE OF FINDING THE REQUEST INFORMATION FORM ON THE .EDU
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1 - Form did not exist, 7, 15%
2 - More than 5 fields all required, 19, 41%
3 - More than 5 fields only basic information
required, 12, 26%
5 - Less than 5 fields with errors to show
when you successfully completed or errors, 8,
17%
EASE OF FILLING OUT THE FORM
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Form Fields
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Mobile Experience
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1 – No thank you page; 11; 22%
2 – Thank you page with no relevant con-
tent; 17; 35%
3 – Thank you page with minimal content or a lot of irrelevant content and no clear next steps; 10; 20%
4 – Thank you page with digestible con-tent about specific program OR next
steps; 10; 20%
5 - Thank you page with specific digestible program content, next
steps expectations clearly set, and material they can view in the mean-
time; 1; 2%
THANK YOU PAGE
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1 – No reply no con-firmation of sub-mission; 23; 47%
2 – Confirmation of submission no note of program or next steps confirmation did not occur au-tomatically; 10;
20%
3 – Automatic con-firmation of sub-
mission, no call out on program or next
steps; 10; 20%
4 – Automatic confirmation with callout of program and or next
steps or other resources; 6; 12%
AUTOMATIC FORM REPLY EMAIL5 – Automatic confirmation with confirmation of program of interest AND next steps AND things they can checkout while they wait, 0, 0%
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Auto-reply Email
Subject Line
From Name
Reply-To
Personalized Content
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1 – No Follow up Communication (email
nor phone for 2 weeks); 17; 35%
2 – Email only follow up – 1 email within 2 weeks; 10; 20%
3 – email and phone call – 1 touch base within 2
weeks ; 6; 12%
4 – more than 1 email and or phone call within 2 weeks without reply/response from us ; 10;
20%
5- First follow up within 24 hours, and then more than 1 additional
email or phone call within 2 weeks; 6; 12%
APPROPRIATE TIMING OF FOLLOW UP COMMUNICATION
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1 – No Follow up Com-munication no channels
used; 16; 33%
2 – only one channel follow up very minimal ; 15; 31%
3 - use multiple channels not frequently, 12, 24%
5-use multiple channels and seem to build on each other. Content
length and topics are appropriate for channel; 4; 8%
4 use multiple channels but they
don’t seems to build on each other , 2, 4%
USE OF APPROPRIATE AND EFFECTIVE CHANNELS
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1 – No Follow up Com-munication no channels
used; 16; 33%
2 – content not specific to degree chosen nor state of your process (ex: lead vs engaged lead vs app vs app
in progress etc) ; 19; 39%
3 - content degree specific and appropri-ate to stage, builds on previous content; 8;
16%
4 - content degree spe-cific and appropriate to stage, builds on previ-ous content, written in digestible format (ex: bullets, clear subject
line and to line) ; 5; 10%
5- content degree specific and ap-propriate to stage, builds on previ-ous content, written in digestible
format (ex: bullets, clear subject line and to line), clear CTA and next
steps; 1; 2%
APPROPRIATE CONTENT IN FOLLOW-UP COMMUNICATION
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1 – No Follow up com-munication; 17; 35%
2 - No CTA - Long List of Info, 3, 6%
3 - CTA but Onus is on Student to contact School,
28, 57%
5 - Clear, engaging CTA with onus on school for next step, engaging/relevant
content, 1, 2%
CLEAR CTA IN COMMUNICATION THAT EXPLAINS WHAT TO DO NEXT
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Many schools have a form that can easily be found, but it is often full of irrelevant information and then they do not follow up well once the information is provided.
Key Findings
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BEST PRACTICES &RECOMMENDATIONS
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Easy to Find RFI form
Best Practices
Simple for that is easily filled out from any deviceImmediate Confirmation your information was receivedAutomatic redirection to a Thank you page that calls out next steps
Process To Become A Lead:
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Best Practices
Appropriate timing for follow up comms.
Use of appropriate communication channels
Appropriate content in follow up comms.
Clear CTA that sets expectations of what’s next
Communication Plan:
Pat McGrawDirector, Consulting [email protected]
Hannah WilkeySenior Market Research [email protected]
Chris McNameeVice President, [email protected]
Questions?
WWW/EMSINFOVISIT http://
emsinfo.hobsons.com/mystery-shopper-study
• Fill out the form to be included in the second round of the study.
• Receive a report of your institution’s results.
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